Reliance ADAG corporate duties awarded to McCann

The size of the business is estimated to be Rs 30-40 crore; Mudra and O&M were awarded the corporate duties last year

Reliance ADAG & #BANNER1 & # has appointed McCann Erickson to handle the corporate branding duties for the group. Prasoon Joshi, executive chairman, McCann Erickson, India, has confirmed this development to agencyfaqs!. In 2006, Mudra and O&M were awarded the corporate duties for the account.

It is learnt through sources that the pitch involved three agencies apart from McCann - Mudra, O&M and JWT. Further, sources estimate the size of the business to be between Rs 30 crore and Rs 40 crore.

Anil Ambani

This is the first time McCann Erickson will be working on any Reliance ADAG business. The first Reliance ADAG corporate ad - developed in-house and rolled out in mid-2006 - had actor Amitabh Bachchan talking to the camera about an optimistic India, and the great times we are living in, thanks to technology. The ad concluded on the thought, 'It's time to think bigger... think better'.

When quizzed whether the Big B will be retained for Reliance ADAG's corporate communication, Joshi is evasive. "At present, it is difficult to comment on this for sure. We are still in the midst of evaluating possible routes to bring forth our idea, but it's a bit early in the day to say anything for sure."

A shot from an earlier Reliance ADAG corporate commercial

For the record, the Reliance ADAG companies include Reliance Capital, Reliance Media and Entertainment, Reliance Communications, Reliance Energy and Reliance Health. Last year, the company selected red and blue as its corporate colours, symbolising energy and self-belief, respectively. The group chose an apex as its symbol, to stand for progress and shaping the future.